You are here
Imagine this common scenario. Two customers log onto your site at the same time. The first one struggles to remember his log-in and password, goes through a password-reset process, and winds up feeling frustrated at what seems like a clunky process. He thinks “Why can’t this site just remember my password for me?”
The solution lies in moving away from a one-size-fits-all approach to digital security to a more granular understanding of customer needs.
The second enters her password and gets right into her account—and then worries that, in an age of escalating cyberattacks, your site does not seem very secure. She would have appreciated a second challenge, or even the delivery of a secure one-time password giving her access to her account information.
These two customers have very different expectations about their digital security: One values convenience, the other security. How can you possibly make both of them happy? Our research and experience indicate that there is, in fact, a way.
The solution lies in changing the way companies think about both digital security and digital experience, moving away from a one-size-fits-all approach to a more granular understanding of how different customers think and feel about their security experiences. For decades, customer segmentation has been a crucial strategy for the disciplines of marketing and sales. It is time to put it to work for digital security.